Mumbai : The RBI does touch lives everyday. The Reserve Bank of India is the central bank of the country. In lieu of its Platinum Jubilee celebrations RBI released a PSA which aims in reaching out to the masses. The objective was to communicate with the common man about RBI and its activities and how it impacts the life and economy of India.
IBD India (Integrated Brand Development) which is a subsidiary of Hakuhodo Percept was the agency who conceived and conceptualised this TVC. The brief was to use this Public Service Announcement to reach out to the common man and communicate what RBI is all about.
The Target Audience was the Tier 1, 2, 3 cities, the common man, rural folk, school children, etc. The focal point of the PSA was the message conveyed by the Governor Dr. Y V Reddy who gave a lot of retakes till it was perfect.
While shooting for the PSA in Satara at a local school the crew discovered that the classes were divided on a subject basis. Education there was also was given due importance. The crew when interacting with Self help groups was also surprised to find out that the woman out there did not know what ATM cards were! These women were quite keen to know ways to save money.
Project: RBI PSA (Public Service Announcement)
Creative Agency: IBD India Pvt.Ltd
Creative Director: Mandar Wadke
Client Servicing Team: 1) Account Director – Vinod
Sr. Account Executive- Khyati Gupta
Production House: Rabid Films
Director: Sushant Kamble
Duration : 60 seconds
Location : Mumbai, Pune & Satara